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D.P.BHARATHI PRIYADHARSHINI

K.SANTHOSH

B.RAMDASS

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Culture is the learnedvalues, perceptions, wants,

and behavior from familyand other importantinstitutions

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Culture is natural and permeates naturallyinto the social system.

Culture helps in satisfaction of needs.

Culture is not inborn.Culture is shared.

Culture is dynamic in nature, and evolvesconstantly with time.

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Values Language

Myths

Customs Rituals

Laws

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Values are collective ideas about what isgood, desirable and proper, or bad,undesirable, improper.

Values give direction and consistency tobehavior.

Values help you know what to and not tomake time for.

Values establish a relationship between youand the world.

Values set the direction for one’s life.

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Projective Tests Attitude measurement tests and techniques

Content analysis

Consumer fieldwork Value measurement instruments.

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Based on, Nationality

Geographical location

Religion Race and caste

Gender

Age

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It is important for a marketer to giveconsideration to three major issues;

how do consumers in one culture getexposed to good/services being used by

people of other cultures how should a marketer design/adapt his 4Ps

so as to be accepted by people influenced bynewer cultures

how should a marketer design/adapt his 4Psso as to accepted by people of other cultures(in foreign markets).

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The effort to determine to what extentthe consumers of two or more nations

are similar or different.

Similaritiesand

differencesamongpeople 

The growing

global middleclass

The global

teen marketAcculturation

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Global

Local

Mixed (Glocal) COMMUNICATONSTRATEGY

STANDARDIZEDCOMMUNICATIONS

LOCALIZEDCOMMUNICATIONS

STANDARDIZEDPRODUCT

Global strategy: Uniform Product/

Uniform Message 

Mixed Strategy: Uniform Product/

Customized Message 

LOCALIZEDPRODUCT

Mixed strategy: Customized Product/Uniform Message 

Local Strategy: Customized Product/Customized Message 

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A study of culture, sub-culture and crossculture holds great relevance for a marketer.

A study of culture is inclusive of language,customs and traditions, norms and laws,religion, art and music, etc

It would help marketer to design his 4Ps in anefficient and effective manner.

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THANK YOU…..